Inͤniti Malls Look­ing to Grow Port­fo­lio, Spread to Delhi-NCR

Mukesh Ku­mar, Se­nior VP, In­finiti Mall, be­lieves in merg­ing tech­nol­ogy with in­fra­struc­ture re­tail through Om­nichan­nel con­cepts like click-and-pick, POSbased loy­alty pro­grams, and brand pro­mo­tions.

Shopping Center News - - CONTENTS - – By San­deep Ku­mar

Gone are the days when go­ing to a mall meant sim­ply a day out shop­ping. To­day, a mall is syn­ony­mous to a com­mu­nity hub, a place to spend time with the fam­ily, to re­lax, in­dulge in fun and games, eat great food and oc­ca­sion­ally shop some. One brand which pro­vides all these op­tions to its pa­trons – and much more – is Inͤniti Mall.

While the mall’s pri­mary re­spon­si­bil­ity is to pro­vide premium ser­vice, am­bi­ence, ameni­ties, and a se­cure and com­fort­able en­vi­ron­ment to guests, Mukesh Ku­mar, Se­nior VP, Inͤniti Malls,be­lieves in merg­ing tech­nol­ogy with in­fra­struc­ture re­tail through Om­nichan­nel con­cepts like clickand-pick, POS-based loy­alty pro­grams, and brand pro­mo­tions at cus­tomer’s ͤnger tips.

In an ex­clu­sive in­ter­view with Shop­ping Cen­tre News Bureau, Ku­mar re­vealed Inͤniti’s Om­nichan­nel plans, the stress on Phy­gi­tal re­tail and their ex­pan­sion plans…

De­scribe the jour­ney of Inͤniti Malls.

The ͤrst-ever Inͤniti Mall was launched in 2004 at And­heri (W) when the shop­ping mall trend in In­dia had just be­gun. We were prob­a­bly the sec­ond in Mumbai with mul­ti­ple re­tail stores cov­er­ing al­most all cat­e­gories in­clud­ing Cin­ema, Elec­tron­ics, Food & Gro­cery, Books, Fash­ion, Spa, Footwear and Food. It was a com­pact and cozy mall and at­tracted peo­ple from Ban­dra to Boriv­ili. The mall at­tracted huge foot­falls since it of­fered some­thing for ev­ery­one. See­ing the great suc­cess and grow­ing de­mand of our pa­trons, we launched our sec­ond mall at Malad. This mall is much larger in terms of area and has more in­ter­na­tional brands across var­i­ous cat­e­gories. Though both the malls are in the same city and not far apart, we have ven­tured into two dif­fer­ent are­nas of con­sumers in terms of brands, mar­ket­ing and op­er­a­tions.

How is the USP of Inͤnti And­heri dif­fer­ent from Malad?

Whilst both the malls are a great mix of fash­ion, lifestyle, food and en­ter­tain­ment, they dif­fer in-terms of lo­ca­tion and tar­get con­sumer. A con­ve­nient con­nec­tiv­ity by road, metro and train makes Inͤniti Mall at And­heri a pre­ferred des­ti­na­tion for the younger crowd and fam­ily whereas Mil­len­ni­als pre­fer ven­tur­ing to Inͤniti Mall Malad be­cause of a wider va­ri­ety of brands across var­i­ous cat­e­gories. Inͤniti Mall, And­heri is pro­moted more as a neigh­bor­hood mall whereas Malad is more of a re­gional cen­ter. Hav­ing said that, both the malls are good choices for all age groups, all mem­bers of a fam­ily.

Inͤniti Mall was one of the ͤrst few malls that de­cided to go Om­nichan­nel. How has been the out­come so far?

We are among the ͤrst few malls in In­dia that planned to launch a ‘click-and-col­lect’ model cov­er­ing al­most all stores present within. We also plan to launch a more en­hanced cus­tomer friendly loy­alty pro­gram where earn­ing and burn­ing points will hap­pen at the POS it­self.

Give us ex­am­ples of ways in which you have gone Om­nichan­nel.

Our Om­nichan­nel mod­ule is go­ing through a ͤnal test, a ͤnal dry run. The cus­tomer will have a choice of block­ing the prod­uct online from the en­tire in­ven­tory of the store and pick­ing it from the store off­line. The loy­alty pro­gram is a cus­tomer friendly plat­form that bids more than just shop and gain points. It pro­vides a com­plete map of our lat­est of­fers and pro­mo­tions to the pa­trons that al­lows them to shop in much more con­ve­nient way. We have taken a step for­ward and soon it will be avail­able at the POS of mul­ti­ple re­tail units of­fer­ing earn­ing and burn­ing points in real time.

Stores are in­creas­ingly go­ing dig­i­tal - tak­ing the e-com­merce route to make sure their prod­ucts have a wider reach. Are you com­fort­able with your re­tail­ers advertising their e-com­merce por­tals in their shops inside your mall?

We are an off­line model, we believe touch-and-feel model is the best shop­ping ex­pe­ri­ence for cus­tomers. We agree stores are in­creas­ingly advertising their e-com­merce por­tals in their shops to make sure their prod­ucts have a wider reach and hence we are de­vel­op­ing our Om­nichan­nel model that is click and or­der to get a bet­ter cus­tomer ex­pe­ri­ence un­der one roof. Any online pro­mo­tions from the off­line stores are gen­er­ally re­stricted.

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